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Around one in five desktop users in the UK block ads -- down from nearly one in three just a couple of years ago. The problem is that overall traffic is increasing at such a rapid pace that the 20% of ad blocking that is occurring is a fifth of a much larger number.

According to Nielsen, addressable ads are predicted to hit $4.7 billion next year -- and will accelerate as more homes add connected TV sets and devices to their living rooms and as changes to the addressable ecosystem take shape.